Belonging has always been an essential ingredient in the business of brand building. However, as attention spans decline, the use of multiple screens rises and fragmentation grows, this fundamental need has been increasingly on our minds. What does this erosion of “belonging-ness” mean for individuals, society and businesses? How have and will these shifts change people’s expectations of brand experiences and the role brands play in their lives?

What customers want and what businesses think they want are often two different things, which is why personalization can be a huge advantage for businesses and consumers alike. Targeted communications that are relevant and useful can create long-lasting positive customer experiences and impact the business revenue growth of up to 30 percent. Customers see value as a function of how relevant and timely a message is in relation to how much it costs. In other words, how much personal information has to be shared and how much personal effort does it take to receive useful content.

Content personalization is all about making the customer journey smoother, helping customers to be informed to make the best choice, which leads to better and quicker sales and service outcomes. In today’s world of short attention spans and rising expectations for a great user experience, content personalisation is inevitable. If applied correctly, it will lead to fewer abandonments, greater conversion rates, better quality sales, but above all happier customers!

Is marketing a science or an art? According to Alan Schulman, managing director of brand and creative content at Deloitte Digital. it is both. At this year's &then conference, he says that we must understand that marketing is still in the behavioral economics business and not the finite economics business. Hence, we still have to account for human behavior. However, with the insights we gain from data, we are talking about the science of marketing, rather than the art of persuasion.